The Leading Edge - Muscle & Performance

The Leading Edge

With a passion for physique and performance improvement, supplement company BSN is always on the frontier of innovation.

While some companies take an “imitation is the sincerest form of flattery” approach to their product development, Bio-Engineered Supplements & Nutrition Inc., (BSN), a world leader in cutting-edge sports nutrition products, marches to the beat of a different drummer. In accordance with the company’s commitment to “innovate, never duplicate,” its product research-and-development think tank continually looks ahead and doesn’t follow in its competitors’ footsteps.

It’s the aforementioned motto that allowed best friends and current co-owners Chris Ferguson, president and CEO, and Scott James, vice president, to found their business in 2001. And to the delight of its faithful customer base — consisting of men and women ages 18 to 50 who are committed to realizing their true physique and performance potential — BSN continues to launch new products year after year.

“If we feel that we can help our customers by creating a new product for an existing category, then we will certainly do so,” Ferguson says. “At other times, we strive to uncover an unmet need that is of such great importance to the physique and performance athlete that it necessitates the establishment of an entirely new product category. Such needs may be uncovered through basic or applied research, both of which we will continue to engage in fiercely in 2010 and beyond.”

The company’s list of products includes, among others, Nitrix, a vasomuscular volumizer; N.O.-Xplode, an extreme pre-training energy igniter; CellMass, a postworkout recovery agent; Volumaize, a hypertrophic-activating myocellular expander for use during training; Atro-Phex, an energy and weight-management breakthrough; Axis-HT, a natural testosterone-enhancing formula; and Syntha-6 RTD (ready to drink), which is the official protein beverage of the Ultimate Fighting Championship.

“The Syntha-6 RTD blend utilizes multiple individual proteins, each with varying digestive rates and distinct amino-acid profiles,” Ferguson explains. “This combination ensures active muscles are fed for hours. Each serving of Syntha-6 provides 5 grams of fiber for slower digestion and increased nutrient uptake — perfect for rigorous training schedules and hectic lifestyles.”

With so many great products in its lineup, it’s no wonder BSN recently found itself partnering with an industry giant. “In 2008, BSN became the official nutritional supplement sponsor of the UFC,” Ferguson says. “MMA is the fastest-growing sport in the world today, thanks almost entirely to the work the UFC has done over the course of the last five years. We are excited to be aligned with an organization as prestigious as the UFC and are eager to stretch our brand with this partnership.”

But partnerships aren’t the only part of BSN’s successful formula; the company also prides itself on passion, integrity and creativity. “BSN’s headquarters is full of employees who bring their passion for physique and performance to work each day,” Ferguson boasts. “We strive for integrity in everything we do. We may be in the business of making supplements, but ultimately, it is a ‘creation company.’ We develop new ideas and turn them into tangible realities.”